The news media world has changed radically.
You’re receiving fewer calls from longtime journalists you’ve built relationships with, and your media distribution list has withered. Yet your bosses are still demanding the same impressive media metrics.
The answer is to create your own news desk and break your own news.
Here are some tips:
1. Create a news desk: Form your staff from PR, corporate communications, marketing, internal communications, social media—anyone who produces content in the organization should be involved.